信用卡业务精细化管理研究

发布时间：2018-02-11 14:14

本文关键词： 信用卡精细化管理卡片盈利能力收单商户交叉销售　出处：《山东大学》2015年硕士论文　论文类型：学位论文

【摘要】：信用卡业务是商业银行一项战略性业务。近年来,随着经济的发展和居民生活水平、消费行为模式的改变,信用卡业务的发展突飞猛进,面临了前所未有的发展机遇,为商业银行带来客户的同时,也带来了巨大的利润,对于商业银行中间业务收入的增长非常重要。但国内商业银行粗放化的、完全以发卡规模来促进信用卡业务发展的办法,已经打破了盈亏平衡,遇到了发展瓶颈。虽然各家银行近两年已开始对信用卡控量提质,也在不断发展收单商户,但仍存在风险控制不当、失衡分配、重量轻质、pos使用率低、无序竞争、违规操作等问题,亟待通过精细化分类和管理,提升信用卡业务整体水平。通过对国内外的现有研究回顾发现：在研究的领域方面,主要针对发卡行如何提升发卡量以获得更多收益为主,而对信用卡的设计出发点、客户需求、信用卡质量和效益、收单商户、持卡人及作为收单行如何提升刷卡业务数量等的精细管理的研究较少；研究对象方面,针对持卡人进行市场精细化研究较多,针对信用卡种类、收单商户的研究比较少；研究角度方面,针对持卡人、收单商户的单项研究较多,针对二者互动及交叉销售的研究较少；研究内容方面,针对价值评价的研究较多,针对信用风险的研究较少。其次,在理论文献研究的基础上,本文取得了相关数据,将G银行列为研究对象。主要将信用卡种类、商户拓展和交叉营销作为本文研究的重点。着重针对信用卡业务的重要组成部分——信用卡和收单商户进行了精细化管理方面的研究。信用卡方面,本文使用因素分析法,分析影响客户有效使用信用卡的各种因素。影响客户使用信用卡的因素主要有银行网点数量、信用卡功能、年费、服务、额度、积分等。通过对以上因素的逐项分析,探索各种因素的影响方式和影响程度。通过商业银行信用卡相关数据、比如发卡量、客户数、交易笔数以及交易金额等数据进行分析,在百余种银行卡中筛选出客户接受程度较高的信用卡种类以印证影响客户使用信用卡的因素,进而通过筛选出的信用卡的相关数据,证明其消费额对于信用卡的中间业务收入是正相关的。旨在说明信用卡种类对信用卡持卡人以及使用偏好的影响,信用卡不应为了发卡而发卡,而要满足客户的需求、为客户带来方便和实惠,客户才能真正使用,才能带来发卡量的同时为商业银行带来效益,从而为商业银行信用卡设计和发行方面提出精细化管理的建议。再次,收单商户方面,尝试用交叉销售的理论分析如何做好收单商户维护并借此提升持卡人与银行、收单商户与银行、持卡人与收单商户的粘合度,促进收单业务的发展。最后,总结上述分析得出结论,并根据结论对信用卡的精细化管理以及提高商业银行的竞争力提出相关建议。
[Abstract]:Credit card business is a strategic business of commercial banks. In recent years, with the development of economy and living standard of residents, the change of consumption behavior pattern, the development of credit card business is advancing by leaps and bounds, and it faces unprecedented opportunities for development. While bringing customers to commercial banks, they also bring huge profits, which are very important to the growth of intermediate business income of commercial banks. However, if domestic commercial banks are extensive, they will completely promote the development of credit card business by issuing cards on a large scale. Although banks have begun to raise the quality of credit card control in the past two years and are also developing order takers, there are still inadequate risk control, unbalanced distribution, and low utilization rate of light weight pos. Disorderly competition, illegal operation and other problems need to be refined classification and management, improve the overall level of credit card business. Through the review of existing research at home and abroad, found: in the field of research, Mainly aimed at how to increase the number of cards issued by the issuing bank in order to obtain more income, and the starting point of the design of the credit card, customer demand, credit card quality and efficiency, and the order receiving merchants, There are few researches on how to improve the number of credit card business by cardholders and how to improve the number of credit card business, etc. In the aspect of research object, there are more researches on market refinement for cardholders, less research on credit card types, and less research on customers receiving orders. From the perspective of research, there are more single studies on card holders, and less on the interaction between the two and cross-selling. In terms of research content, there are more studies on value evaluation and less on credit risk. Based on the research of theoretical literature, this paper has obtained the relevant data and listed G bank as the object of study. Business expansion and cross-marketing as the focus of this paper. The important part of the credit card business-credit card and order receiving merchants for the study of fine management. Credit card, this paper uses factor analysis, The factors that affect the effective use of credit cards by customers are mainly the number of bank outlets, the functions of credit cards, annual fees, services, quotas, credits, and so on. Through the commercial bank credit card related data, such as the number of cards issued, the number of customers, the number of transactions and the amount of transactions are analyzed, In more than 100 kinds of bank cards, the types of credit cards accepted by customers are selected to confirm the factors that affect the use of credit cards by customers, and then the relevant data of credit cards are screened out. The purpose of this paper is to illustrate the impact of credit card types on credit card holders and user preferences. Credit cards should not be issued for the purpose of issuing cards, but to meet the needs of customers. Bring convenience and benefits to customers, customers can really use, can bring the amount of cards issued at the same time for commercial banks to bring benefits, thus for commercial banks to design and issue credit card design and management of the recommendations. Again, As far as the order receiving merchants are concerned, we try to use the theory of cross-selling to analyze how to do a good job in the maintenance of the receiving merchants and thus to enhance the adhesion between the cardholders and the banks, the customers and the banks, the cardholders and the order collectors, so as to promote the development of the order collection business. The conclusion of the above analysis is summarized, and the relevant suggestions on the fine management of credit card and the improvement of the competitiveness of commercial banks are put forward according to the conclusion.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.2

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